Getting More Out of Life June 2009

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Sales and Personality Type: How Type Influences Buying Decisions

"Watch your thoughts, for they become words.
Watch your words, for they become actions.
Watch your actions, for they become habits.
Watch your habits, for they become character.
Watch your character, for it becomes your destiny."

-Unknown

I've often spoken about the importance of Personality Type

Profiling in both business and private settings. Knowing what

moves and motivates you(rself), and knowing what moves

and motivates another are hugely powerful tools for

understanding and ethically influencing your environment.

Today, I'd like to discuss the importance of Personality Type

when it comes to sales and marketing, and to "buying".

Whether you are on the selling side or the buying side of the

equation, you must realise that selling and buying are both

based around emotions, around our needs and desires.

Selling is simply this: identifying a gap/need/desire in the

experience of your prospect (they want something that they don't

have yet), providing a solution to fill this

gap/need/desire, and educating the prospect on the benefits of

purchasing that solution, so they warm up to it and buy it.

That's it. one of my mentors said: you NEVER sell anything,

really. You can only make people buy. And it's true. If I don't

resonate emotionally with what the salesperson is

offering, I will not buy, and v.v.

Buying is simply this: identifying a gap/need/desire in

yourself, searching for a solution that fills that

gap/need/desire, and purchasing that solution based on the

perceived benefits it will have.

Again, that's it. We buy because we think the product we

consider will do something to or for us that will help us solve

a problem, fill a gap, or fulfil a desire. Ultimately,

this is an emotional process; or, if you don't like that word:

it has to do with us wanting to feel good.

The AusIDentities Personality Type Profiling System

identifies

Four distinct personality types: the Dolphin, the Eagle, the

Kangaroo and the Wombat. In sales (and for your

buying decisions) it is absolutely critical to know your own

type and those of your prospects. If you don't approach them the

right way, they will probably not buy! Perhaps it's

not that paramount when it comes to buying a bottle of water or

a sandwich, but it's definitely the case when it comes to bigger

or more important purchases. You want to get

clear on the needs and desires of your prospects/family

members/friends, because you can then ethically influence them

and make them choose an option that is both good for them

AND you!

In sales you will have to be able to see the world from your

prospect's perspective. Remember: "sales" could also be

mentioning to your wife you want to go and see a football

match, for which in return you will take her out on Friday!! Or

persuading your children to go on a 4 star hotel holiday instead

of a camping trip by choosing the hotel with the

biggest pool on the planet! To graps your "prospect's"

perspective properly, you will will have to dig in their minds.

The right way to do this is by ASKING QUESTIONS.

Each of the four AusIDentities Personality Types are sensitive

to different kinds of questions. let's create some clarity on

what type of questions work best for what type:

The Eagle (or NT, in the Myers-Briggs typology) on combination of WHAT and WHY questions. Examples:

1. why is it so important for you to......?
2. what specifically would you like to see in .......?
3. why will.....be beneficial for you?
4. what research have you done into.....and what were the outcomes?

The Dolphin, (or NF) will be more partial to a combination of WHO and WHY questions. Examples:

1. Who is going to be pleased when you .....?
2. why is .... so important to you and the people around you?
3. who is you are thinking of when you.......?
4. why will your experience be different when you......?

The Kangaroo (or SP) will be focused on a combination of WHAT and HOW questions. Examples:

1. what will ..... allow you to do faster?
2. how can you use.....to create even more powerful results?
3. what other methods have your tried to ......?
4. how did you compare your current experience with your future experience once you have ......?

The Wombat (or SJ), ultimately, is sensitive to a combination of HOW and WHAT questions (note the order difference with the Kangaroo). Examples:

1. how can .... make your experience more pleasurable?
2. what exactly do you expect from .....?
3. how do you think we can make.... an even better product for you?
4. what needs to happen for you to consider.....?

Again, these and similar questions can be used to get people to

make buying decisions in business, but are as easily applicable

to family and other relations, child raising

issues, employment issues, conflict resolution, and other

interpersonal problems and challenges. It all boils down to

understanding the deeper needs and desires of yourself and

others, so you can relate to yourself and others on an emotional

-feeling- level.

Set a Landmarc:

Firstly, from now on, whenever you make a buying decision on

more substantial goods and/or services (house, car, audio/video

equipment, investments etc.) ask yourself: why do I

want to purchase this? What feeling will it give me once I have

it? The more you know for what sort of emotional feeling you buy

things, the more aware you will become in other

areas of your life (they usually reflect the same values).

Secondly, from now on, whenever you want to make someone accept

your opinion, assess what reasoning you use towards the other

parties. What emotions are you trying to get across

to the other parties, so they will accept what you want.

Thirdly, study personality types extensively so you can

understand on an even deeper level what drives you and others.

This will allow you to become very influential, honouring

all parties' wishes and desires. There are several options

available for further study.

Lastly, commit to sales and marketing, both in personal and

professional selling. Although both words are usually applied to

business and the selling of goods and services,

EVERYTHING in life has to do with selling and marketing. Just

think of the hotel vs camping idea: you will have to SELL the 4

star hotel to the family, and MARKET it properly,

so it will be preferred over a camping holiday. You even have to

sell the idea of having to do grocery shopping to your kids, by

offering them a donut or a ride on the merry-go

-round after. Only THEN will they be SOLD on the idea!

If you really want to increase sales in your business or

fulfilment in your personal life by 300% or more, a thorough

knowledge of personality types is crucial. Understanding

yourself and others will make for massively accelerated success

in all areas of life; that's my personal promise.

Getting More Out of Life

Return to www.landmarc.info

"If everybody thought before they spoke, the silence would be deafening." -George Barzan

One of my most prominent mentors in life, Michael Roads, says: “there is nothing outside of Self”. With this he means more than I can write in this ezine. The gist of it is that we create and allow everything that happens in our lives, good or bad. We either actively create the situation, or we allow it to happen to us, without doing something about it.

I admit that this is a pretty big statement, but there you go. My Knowareness Principles are all about taking responsibility for our lives, both personally and professionally. Neuro Linguistic Programming (NLP) teaches the same, buy the way: we create our reality through our senses.

In light of this, have you ever realized that the current so-called “global financial crisis” is purely man-made, and therefore can also be man-unmade? Outside of us, human beings, there is no crisis going on. The sun still rises and sets, the birds are still chirping, we still drive cars, we still buy stuff, we still live somewhere, etc.

Understand me correctly, I am not saying that there is nothing going on. What I AM saying is that whatever is going on right now (and for some people it is pretty bad), it is brought about by our thoughts and feelings about the future.

You can hear it everywhere: FEAR about the FUTURE economic situation has created the massive sell-out on the stock market.

Now, what is FEAR? Fear is a combination of a bundle of thoughts about a potential future, combined with a negative feeling about that potential future. Mark my emphasis on POTENTIAL. The feared future has not happened yet. No-one really knows if it is going to happen. The total opposite of the feared potential future may be the one coming true…..But still, the fear is there, and we start to act upon our thoughts and emotions: let’s get out of the stock market before our fears come true!

And –surprise, surprise- what happens? Our fears come true, because we acted upon them. It’s the classis example of the self-fulfilling prophecy.

It’s applied NLP, combined with some Law of Attraction principles: our thoughts create a physiological response, which in turn creates a feeling. The whole lot together creates an emotion in us, which makes us act in a certain fashion. Whether our initial thoughts are based upon facts or conjecture doesn’t matter. We still feel and we still act!

It’s about time that we as a species start to wake up and observe what we are doing. There is no outside force at play, that suddenly creates a recession. The “share market” is not some sort of foreign thing that does what it pleases. It is controlled by traders, human beings, who act on behalf of their clients, again human beings, who are panicking about future losses, thereby creating a roller coaster ride. The same with “the economy”. That is not an entity over which we don’t have any say. We ARE the economy, is my opinion. Our manufacturing, spending, saving, consuming, etc, dictates the economy.

The Law of Attraction, in both personal and professional settings, is pretty simple: whatever we focus on with intent and emotion has the tendency to become reality. Just look at what has happened over the last couple of weeks. Fears about a recession actually bring on a recession. Now if that is true, we can just as easily turn it around. Thoughts about a prosperous future, thought with intent and emotion, will bring that future about. Same rule, same application.

Of course there is something like “global consciousness”, so there may be forces at play that go beyond what we as individuals can influence. Nevertheless, I encourage you to –in your own circle of life- be as balanced as possible, combined with a persistent focus on what it is you DO want from your professional and personal life, not on what you DO NOT want. If enough people can stay cool, calm and collected, we’ll sit this ride out easily. On the other hand, if you like your life to be in a massive roller coaster, with good and bad parts, well, you may want to join the masses……

Set a Landmarc:

Firstly: Where in your personal and professional life are you ruled by your (in this case: negative) emotions, sometimes making decisions without really having thought the situation through? Where have you done so in the past? Have there been moments where you said to yourself: that was a somewhat too rash decision……? I may have chosen otherwise if I had given the situation more thought…..Make a firm commitment to act differently in the future, taking at least 3 more deep breaths before you react.

Secondly: do you find you are often planning your future based upon what you FEAR may happen if you don’t do something about it now? If so, realize that you are given your fear immense power. There’s nothing wrong with that, but it may yield you unwanted results. Commit to, from now on, planning your life based more upon what you would LIKE to happen in the future. You’ll increase your chances of actually getting just that, and will be way more motivated.

Thirdly: become more of an observer of “worldly news”. My life has not been affected at all by the global crisis. In fact, I have the busiest weeks ever ahead in my practice……only my THOUGHTS about my potential future will bring about a change in my practice; that’s my deep conviction. The more you can stay neutral to what seems to be happening, the more you will have a neutral, balanced life, unaffected by worldly crises.

Lastly: look at the medium to long term in your life. Even experienced stock market traders know that. If you look at too short periods of time, you will find your emotions going up and down, up and down. If you look at long terms averages, you will be way more stable emotionally, which will improve the quality of your thoughts, and therefore the quality of your results.
There’s a lot more to say about this, but let me finish by reiterating that going along with the global emotional waves usually doesn’t lead to stable and uplifting thoughts and emotions (just look at the current climate in the stock market). Mastering the Observer Perspective is one great way to gain more control over your destiny. The observer perspective can be learned, relatively easily. The choice is up to you.

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"KNOWING WHAT TO DO WILL NOT CHANGE YOU, DOING WHAT YOU KNOW WILL."

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